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Hello! I’m Ashley Beno, and I’m thrilled to join the INFRA team as the new Membership Administrator. I’m passionate about supporting mission-driven organizations that help create a strong, connected community. Independent retailers play such an important role in their local communities, and I love being part of a network that champions organic and natural products, sustainability, and values-driven business. In my role, I focus on keeping membership information organized and accessible while helping ensure a positive, supportive experience throughout the entire membership lifecycle. 

I’m not a stranger to membership organizations — INFRA is the third association I’ve had the opportunity to work with — and that experience has given me a strong appreciation for the relationships and collaboration that make associations special. I enjoy helping members navigate resources, building connections, and ensuring they get the most value from their membership. 

Outside of work, you can often find me running, reading or drinking coffee. My family — including my three kiddos — loves movie nights, playing board games, and spending time outside, especially in our backyard veggie garden or gathered around a bonfire. 

Hi everyone! I’m thrilled to be joining INFRA’s Growth Team as the Member Onboarding Specialist at HQ in Saint Paul, MN. I am a recent graduate of the University of Minnesota where I studied environmental science and geography. After graduation, I spent time at a couple of local nonprofits, working on community engagement in urban agriculture and conservation projects.  

During the summer seasons, I helped on a small organic market farm growing and selling produce at the Saint Paul Farmers Market. I believe access to healthy and organic foods can bring communities together, nourishing people and relationships. I hope to be a connector for INFRA and our members, bringing success to our retailers and natural food to people! 

Some fun facts about myself – I spent last summer backpacking in the High Sierra mountain range on the PCT in California with my partner. 

I occasionally teach yoga and the practice is a big part of my life. I believe that food and movement go hand-in-hand, and I love exploring that connection! 

My passion for the natural food world was influenced in a big way by a small organic market farm that my dad and his partner run. And while I’m a terrible cook in the kitchen, I love to plant, grow, and harvest my own organic produce - no cooking needed! 

Hi, I’m Lisa Lippert, Member Success Advisor at INFRA, and I’m excited to support retailers across the Northeast. I’ve spent my career in the natural products channel partnering with emerging brands and independent stores, and I’m drawn to mission-driven business, especially when it comes to organics, sustainability, and the vital role independents play in their communities. In this role, I’m here to be a practical, trusted resource for members - helping tackle day-to-day operational challenges, strengthen merchandising and margins, and uncover opportunities that support long-term growth. 

Outside of work, you can usually find me hiking or kayaking or teaching a Zumba class. I’m also a proud mom of three boys, a farmers-market enthusiast, and a dedicated sourdough home baker—there’s almost always a starter on my counter. 

Hello everyone! I am excited to join the INFRA team as a Business Intelligence Analyst on the Data team. My background is in data and business analysis, and I am excited to see what new insights I can bring to INFRA. The number one thing I am looking for in a career is passion, and INFRA's vision to see a future where independent natural food retailers are thriving at the heart of every community fits right into that passion.  

I grew up in Minnesota, and I attended the University of Wisconsin - La Crosse. While there, I served as President of the Collegiate Entrepreneurship Organization, where I met inspiring small business owners and developed a deep appreciation for independent retail. Outside of work, you can usually find me playing video games, walking my dog, or watching the Minnesota Lynx (I’m a huge basketball fan). I’m also a lifelong Trekkie and huge nerd, which I believe pairs perfectly with a love of data and curiosity about the future. 

Hi! I’m Chris Smith, your new Retail Specialist covering the South Central region, based in North Texas. I’m excited to join INFRA and continue pursuing my passion for supporting natural and organic independent retailers—the true backbone of our industry. With over 25 years of experience, including 20 years as a broker and 5 years with Tree of Life (now KeHE), I bring a well-rounded perspective and look forward to helping independents grow and thrive within their communities. 

I was born and raised in Texas, where natural and organic foods weren’t a big part of my early life. It wasn’t until I joined Tree of Life that I truly understood the impact of what we put into our bodies—and I’ve been passionate about the industry ever since. Having started on the conventional grocery side, I enjoy sharing what I’ve learned across both spaces, from whole-store remodels and new store openings to effective day-to-day merchandising strategies. 

Outside of work, I previously owned a CrossFit gym and loved combining my passion for fitness with healthy, intentional eating. As a CrossFit Level 2 coach, I had the opportunity to help people transform their lives through nutrition and movement—an experience that continues to shape how I approach both work and life today. 

I’m Hunter, a Member Support Specialist at INFRA. I’m drawn to INFRA’s mission of strengthening independent grocers because I’ve seen firsthand how access to nutritious, local food can shape a community. Growing up in a food desert and experiencing food insecurity in my youth has made my passion personal.  

My background in natural grocery retail and food service, including five years at Chicory Market in Oxford, MS, helps me bring a store-level perspective to supporting members and their day-to-day needs. Outside of work, I love to draw, watch cheesy sci-fi, and write fantasy, usually with a cat on my lap!